Cannes Lions

FEMININE HYGIENE BRAND

ENERGY MARKETING COMUNICACAO, Sao Paulo / SANTHER / 2011

Presentation Image
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

To engage the target, the campaign set its basis on different premises: the message needed to be highly compelling to these girls (therefore a promotion with prizes and a spokesperson that would fit the target), the language needed to be organic to them and the presentation of the message needed also to feel like part of their daily life. As a result, a promotion with the international teen sensation Miley Cyrus was created. There were several spots shot with Miley Cyrus interacting with the Brazilian culture.

Outcome

As a result, there were more than 5 million views on the videos of the campaign, more than 600 million impacts on the target, 200,000 mentions on social networks, half a million accesses on the promotional website and more than 70,000 valid pin codes entered in the promotion, and those are just preliminary results. The promotion finishes on March, 31st 2011.

Similar Campaigns

12 items

Shortlisted Cannes Lions
#TrainingFor2032

OGILVY, Chicago

#TrainingFor2032

2018, KIMBERLEY CLARK

(opens in a new tab)